LRPS-2026-9204318 Social Media Listening

UNICEF Thailand is seeking a qualified institutional contractor to provide services for the implementation of a social media listening tool

Background

The UNITED Nations International Children’s Fund (UNICEF) is a globally recognized organization dedicated to working to realize the rights of children all around the world with a presence in over 190 countries and territories. UNICEF began the work in Thailand in 1948. Since then, UNICEF Thailand has been working to ensure the rights and well-being of every child in the country.

In the age of digital connectivity, UNICEF utilizes social media to broaden our reach, engaging audiences across multiple platforms to generate tangible programme results. Social media serves as a conduit for advocacy, enabling UNICEF to shed light on critical issues affecting children worldwide and to encourage public conversations, raise awareness, and call for action. Furthermore, UNICEF uses social media for brand building and supporter engagement, generating compelling narratives that humanize our mission and deepen public affinity for our cause. Lastly, social media has become an instrumental tool for resource mobilization, opening up opportunities for fundraising and partnerships.

However, as digital conversations evolve at an unprecedented rate, it has never been more important for UNICEF to monitor conversations related to children and public sentiment regarding the UNICEF brand. Implementing a social media listening tool will enable UNICEF to monitor, gain insights, analyse, and respond in real time to these online conversations. It also enables UNICEF to manage crises proactively, identifying potential issues before they escalate.

Objectives, Purpose & Expected Results

To actively monitor and analyze online conversations across various social media platforms, especially the major ones in which UNICEF Thailand has a presence (Facebook, Instagram, X (formerly Twitter), LinkedIn, and TikTok). This process helps UNICEF understand the sentiments, opinions, and trends among the public regarding the brand and children-related issues. This will allow UNICEF to stay informed and give us the opportunity to recognize and respond to both positive and negative feedback. The insights about emerging trends also help us to stay ahead of the curve and seize new opportunities. Additionally, it helps us in crisis management by identifying potential issues in their infancy, allowing for a more prompt, effective, and informed response.

Examples of the topics to be monitored are:

• Emergencies (local and global)
• Child nutrition and early childhood development
• Public concerns on child rights
• Stateless and migrant children
• Children and youth mental health
• Youth participation and civic engagement
• Education
• Child online safety (especially, sexual abuse and cyberbullying)
• Climate change
• Poverty/child poverty
• Public perceptions and sentiment of UNICEF and celebrities supporting UNICEF
• Children and social media regulation (including child digital rights and online age restrictions)

Expected results

• The implementation of a social media listening tool capable of monitoring major social media platforms and online channels widely used in Thailand, including but not limited to Facebook, Instagram, X (formerly Twitter), TikTok, YouTube, LinkedIn, with ability to add additional platforms in the future.
• Social media conversations related to public opinion and sentiments towards UNICEF Thailand, child-related issues, and selected topics are monitored and analyzed using keywords agreed upon by UNICEF.
• An alert system is implemented and set to inform the relevant UNICEF staff members of any social media conversations that are attracting attention from the users, based on the keywords agreed upon with UNICEF.
• Weekly and monthly reports are provided. The reports should have data (e.g., how many conversations there are) and contextual analysis of the conversations (e.g., what are the trends about, what is the sentiment of the conversation).
• AI-assisted analysis capabilities are leveraged where available, including automated thematic clustering, sentiment classification, and predictive trend detection, to improve the depth and timeliness of insights.

Description of the Assignment

The contractor will:

• Discuss with UNICEF Thailand to understand our requirements and objectives. This includes, but is not limited to:
  • Platforms to be monitored.
  • Topics/themes/keywords that need to be monitored.
  • Specific target to be monitored, if any (for example, selected social media profile of the media, selected influencers).
  • Due date for weekly and monthly reports.
• Set up social media monitoring tool to collect and analyze data about social media conversations to help UNICEF Thailand understand the following, but not limited to, volume of the conversation, engagement levels, key messages, sentiment, public perceptions of UNICEF, and high-engagement users or posts that may warrant closer attention.
• Produce weekly and monthly reports in English. The reports should include data visualizations that capture trends and shifts over the course of time, narrative analysis of the conversations, provide actionable insights and recommendations to improve UNICEF’s social media communication and strategy, and identify social media influencers in each of the topics and the trendsetters on topics related to UNICEF, if any.
• Produce ad-hoc report(s). Such a report will be required on ‘per request’ basis, which are prompted by social media campaigns or significant external/internal events. The contractor will discuss with UNICEF about the topics/themes/keywords, period to monitor, report due date, and other requirements (e.g., alert system).
• Implement the alert system to alert relevant UNICEF staff, via the channel(s) the contractor and UNICEF agree upon, in case of sudden spikes in negative sentiment, brand crises, or any major events on selected topics that require immediate attention. Examples of conversations that should be alerted to UNICEF (but not limit to):
  • Mentioning UNICEF name, especially when the sentiment is negative.
  • Conversations that could potentially harm UNICEF’s reputation.
  • Any emergency situations (e.g., earthquake, flood, pandemic) that are being talked on social media in Thailand.
• Provide access to a real-time dashboard to track the ongoing social media conversations and train UNICEF focal point on how to use the dashboard.
• Make adjustment to settings of the social media listening tool to update the list of topics/themes/keywords to be monitored by social media listening tool.

UNICEF Thailand will:

• Discuss with the contractor and provide a list of topics/themes/issues to be monitored by social media listening tool.
• Review the list of topics/themes/issues/keywords regularly, share the changes (if any), and discuss with the contractor to adjust social media listening tool’s setting accordingly.

Deliverables and timeline

The contractor is requested to deliver:

1. A summary report of keywords set for each of the topics/themes that are agreed upon with UNICEF Thailand at the beginning of the project.
2. Weekly and monthly reports in English for the topics/themes agreed with UNICEF to provide insights into what happened in the past week. The report should include statistics (e.g., number of conversations), trend visualization (e.g., the volume of the conversations over a period of time), narrative and analysis (e.g., what the conversation is about, how people think about it), main conversations, trends of the topic, public discourse, and sentiment. The report should also identify key influencers, who drive the conversation for each topic, if any.
3. Ad-hoc reports in English as required (if any) at additional cost.
4. Alert system.
5. Access to a real-time social media monitoring dashboard.

Location and Duration

• Location: The contractor is expected to complete the assignment in their own premises. Virtual meetings are required as needed.
• Contact duration: Initial duration of 12 months from 1 November 2026 – 31 October 2027 with possibility of contract extension (s) for a cumulative duration of up to sixty (60) months subject to UNICEF’s requirements, satisfactory contractor performance, and the mutual agreement of both parties.

For full details, please refer to the attached Terms of Reference.

This tender will be run through the UNICEF e-submissions system (UNGM).

By clicking on the blue ‘Express Interest’ button in the UNGM tender notice, the full UNICEF e-submission system instructions to bidders document (including instructions on how to access the tender documents and submit an Offer) will be automatically emailed to the ‘contact persons’ included in your UNGM registration. Alternatively, the full UNICEF e-submission system instructions to bidders document is publicly available on the UNICEF supply internet pages here: https://www.unicef.org/supply/index_procurement_policies.html .

In the tender management site, if you navigate to the documents tab and opt in to confirm your intention to submit a Bid – you will then see the mandatory placeholders for documents that must be attached prior to submitting your Offer (you will also see if there are any mandatory questionnaires to complete). As such, you are recommended to `opt in` well before the submission deadline so you are clear exactly what documents are required to be uploaded prior to completing your submission.

Please note that in order to access the full-set of tender documents through UNICEF’s e-submissions system, vendors must: (1) be registered with UNICEF in UNGM as a company/NGO; (2) have successfully completed all mandatory information currently required by UNGM when registering.

Please ensure that any files submitted as part of your bid are not corrupt or damaged in any way. Please exercise caution when using compressed files. Any corrupt or damaged files may lead to your Bid being invalidated.

All vendors are strongly recommended to regularly log-in to the UNICEF e-submissions system to check for any deadline extensions, new clarifications, new correspondence or updated tender documents relating to this tender.

Should you have any questions against this solicitation, please submit your queries to thl-ml-bkksupply@unicef.org - no later than 25 June 2026 so that all queries could be clarified and circulated to all bidders before the deadline.

The closing date of e-submission on UNGM is 2 July 2026 at 10.00 AM Bangkok time.

We look forward to receiving your proposals within the given timeline.

Best regards,

UNICEF Supply team